How Should Organizations Approach Social Media?

December 2013

The process of engaging the public today is much more multifaceted than it used to be. Through social media, “the world is engaged now in one big global conversation” — if not hundreds or thousands of conversations — that can affect your brand, says Council board member Jeff Mascott, managing partner for Adfero Group.

As a result, he believes organizations must consider the question, “How am I creating content that’s going to be compelling, engaging and that audiences are going to consume?” while also finding ways to influence — rather than control — the conversation.

Click the video above for more of Jeff’s insights on social media best practices.